Top US Beauty Shops Dominating TikTok Sales: Who’s Winning and Why

TikTok Shop has become a battleground for beauty brands, and in the US market, the winners are a mix of established giants and TikTok-born disruptors. According to Charm.io data, the top 10 beauty shops in the US have all surpassed $20M in sales, with some pushing toward the $60M mark. Here's a breakdown of who’s leading and what that tells us about beauty consumer behavior in the U.S.

Top 10 Beauty Shops in the US on TikTok Shop

Here’s a look at the top-performing beauty shops in the U.S. TikTok Shop market—those leading in sales, brand engagement, and creator-led success.

1. Tarte Cosmetics – $55.9M

Tarte is the undisputed leader in US TikTok Shop beauty sales. With $55.9M in GMV, the brand has successfully translated its long-standing retail presence into a TikTok-native strategy. Known for performance-driven formulas and trend-friendly SKUs like the Shape Tape concealer, Tarte leverages creators for viral GRWM videos, limited-time deals, and exclusive bundles.

2. Wavytalk – $44.1M

Coming in second, Wavytalk has carved a niche in personal care appliances. With $44.1M in GMV, this brand is thriving in the same space where TikTok tutorials do the selling. Think: curling wand hacks, blowout demos, and “dupe” content targeting salon-quality hair results at home.

Its success proves that value-driven, visually demonstrable tools are tailor-made for the TikTok beauty crowd.

3. Tymo Beauty – $27.7M

Tymo is another strong appliance brand riding the visual appeal of styling tools. Their $27.7M in sales reflect the continued demand for tech-forward, plug-and-play solutions that deliver immediate results—something TikTok’s format excels at showing.

4. GoPure – $26.2M

A skincare-focused brand highlighting anti-aging and clean formulas, GoPure often pairs its product lineup with educational content and testimonial-driven campaigns. The brand's transparency and results-driven messaging resonate with TikTok’s wellness-conscious consumers.

5. GuruNanda – $23.9M

Known for essential oils and oral care products, GuruNanda has carved a niche in the broader wellness space. Its success on TikTok Shop stems from its cross-category appeal and content that links self-care with simple, natural routines.

The Rest of the Power Players: Top 6-10

These five brands complete the top 10 list, each bringing a distinct niche, regional influence, and creator-driven strategy to TikTok Shop success:

• Beachwaver – $23.4M: Combines haircare with tools, with a strong influencer following and clear value proposition (beachy waves in minutes).
• Canvas Beauty – $23.1M: Focuses on textured hair care, with loyal followings in underserved beauty segments.
• Medicube – $23.1M: A Korean skincare brand that leverages TikTok’s global crossover appeal, combining tech, derm-grade claims, and minimalist branding.
• Anua – $22.9M: Another K-beauty player winning with clean formulations and hydration-first regimens.
• The Ordinary – $21.5M: Perhaps the most recognizable brand on this list, The Ordinary benefits from TikTok's skincare-obsessed audiences and viral product recommendations.

Key Takeaways: What This Top 10 Tells Us

• Appliances sell big. Brands like Wavytalk and Tymo prove that tools that show visible results can outperform even high-recognition skincare labels.
• TikTok-native strategies beat traditional ads. The brands that thrive are those using creators, tutorials, and product education—not just pretty pictures.
• K-beauty is crossing over. With Medicube and Anua in the top 10, it’s clear that international brands can localize effectively through TikTok.
• Value matters. Whether it’s ingredient transparency (The Ordinary), multi-use tools (Beachwaver), or clinical results (GoPure), TikTok shoppers reward perceived utility and price-to-performance.

What the US TikTok Beauty Leaders Reveal

The top 10 beauty shops in the U.S. reflect how TikTok has reshaped beauty commerce. From legacy powerhouses like Tarte to rising tool-focused brands like Wavytalk, success comes from blending product performance, creator collaboration, and smart discounting strategies. These leaders show that audience trust, content-driven conversions, and mobile-first merchandising define the new rules of beauty retail.

For brands aiming to grow their position in the beauty global market share, real-time insights are essential. Request a demo with Charm.io to uncover real-time insights and data on emerging ecommerce leaders.